Hello, We Are WhiteHawk®

We are the first online Cybersecurity Exchange

Our Story

We are driven to stop online crime and fraud in its tracks. And we know that starts with enabling all of us to take smart action today: for our companies, for our family offices, for ourselves. With Terry Roberts' (CEO) and Luis Cruz Rivera's (Co-Founder and Senior Technology Advisor) technical approach, we're delivering an innovative, collaborative, and agile e-commerce ecosystem; The WhiteHawk Exchange.

At WhiteHawk we drive to enable small and midsize businesses globally to take immediate action to protect their company and customers against low to mid-level cyber crime, fraud, and disruption. We use machine learning and cyber know to help you discover, learn, receive immediate online matches to top solutions, find insights, affordable vendor products and services, or chat with smart cyber advisors in real-time, so you can own your cyber risk and success story.

Our Leadership Team

Terry Roberts

Chief Executive Officer and Founder

Terry Roberts has established the first Cybersecurity Online Exchange - enabling all businesses (especially mid- sized and small companies) to have continuous online access to tailored learning, smart buying, and connections to the best products, services, insights, and trends industry wide. Previously, Terry was the TASC Vice President for Cyber Engineering and Analytics, running all Cyber/IT, Financial, and Business Analytics cross cutting, innovative technical services. Prior to TASC, Terry was the Executive Director of the Carnegie Mellon, Software Engineering Institute, leading the technical body of work for the entire US Interagency, with a special focus on leveraging and transitioning commercial innovation and acquisition excellence to government programs and capabilities, and establishing the Emerging Technologies Center and Cyber Intelligence Consortium.

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Before transitioning to industry in 2009, Terry Roberts was the Deputy Director of Naval Intelligence (DDNI), where she led, together with the Director of Naval Intelligence, more than 20,000 intelligence and information-warfare military and civilian professionals and managed more than $5 billion in resources, technologies, and programs globally. She helped lead the initial approach for the merging of Naval Communications and Intelligence under the OPNAV N2/N6 and the creation of the Information Dominance Corps. Prior to being the Navy DDNI, Terry Roberts served as the Director of Requirements and Resources for the Office of the Under Secretary of Defense for Intelligence (USDI), spearheading the creation and implementation of the Military Intelligence Program (MIP), in partnership with the Director of National Intelligence, the Services, the Combat Support Agencies, and the Office of the Secretary of Defense (OSD).

An intelligence professional for over 30 years, Terry has held many senior intelligence positions, including Director of Intelligence, Commander Naval Forces Europe and Commander-in-Chief NATO AFSOUTH; Director, Defense Intelligence Resource Management Office (manager of the General Defense Intelligence Program); Director, Naval Command, Control, Communications, Computers, Intelligence, Surveillance and Reconnaissance (C4ISR) Scientific and Technical Intelligence (S&TI) analysis at the Office of Naval Intelligence; special assistant to the Associate Director of Central Intelligence for Military Support, and the Chief of Staff for the Director Military Intelligence Staff. In addition, Terry has directed, conducted, and enabled intelligence operations globally, with much of this work being focused on the requirements, planning, and implementation of intelligence and communications technologies, software, and architectures.

Terry Roberts is the Chair Emeritus of the Intelligence and National Security Alliance (INSA) Cyber Council since 2010, a Member of the AFCEA Intelligence Committee since 2008, on the Naval Intelligence Professionals (NIP) Board of Directors, a Cyber Fellow at New America (non-partisan think tank), and a member of the US Naval Academy Cyber Education Advisory Board of Directors since 2010.

Terry’s personal awards include the Office of the Secretary of Defense Medal for Exceptional Civilian Service; the Navy Senior Civilian Award of Distinction, the NGA Personal Medallion for Excellence; the Coast Guard Distinguished Public Service Award; the Director of Central Intelligence National Intelligence Certificate of Distinction; the National Intelligence Reform Medal; and the National Intelligence Meritorious Unit Citation.

Kevin Goodale

Chief Financial Officer

Kevin Goodale is a co-founder of WhiteHawk and is currently Chief Financial Officer (CFO). In this role, Kevin is responsible for the administration of WhiteHawk to include the accounting function and human resources function. As the CFO, Kevin is responsible for the complete accounting cycle, banking and finance relationships, payroll management, accounts receivable, and accounts payable management.

Administratively, Kevin manages the procurement of leased space for WhiteHawk’s offices, office administration, and general support of the C-Suite. Human Resources responsibilities include support of the C-Suite in personnel requisitions, hiring and terminations, management of health insurance plan, and all aspects of employee welfare.

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Prior to WhiteHawk, Kevin served as the CFO for Impressions Marketing Group Inc. He is a career commercial financial and contracting manager with over 20 years of experience at the CFO level. His experience ranges across retail, construction, and manufacturing businesses with revenues of US$12M to US$80M and multiple locations. Kevin uses his degrees in accounting and management information science to reduce risk and increase profits.

Kevin is the founder and treasurer of The Boomerang Foundation, which is a non-profit organization established in 2001. He has a Bachelor of Science in Business Administration Accounting and a Bachelor of Science in Business Administration Management Information Sciences from the University of South Carolina.

Soo Kim

Chief Product Officer

Soo Kim is WhiteHawk’s Chief Product Officer (CPO). In this role, she is responsible for WhiteHawk product and service vision, strategy, design, development, and delivery. She is also responsible for ensuring the ecosystem is continuously improved to deliver an easy, intuitive, and enabling set of online customer services and offerings.

Prior to joining WhiteHawk, Soo worked as the Cybersecurity, Technology Strategy expert at Accenture Federal Services. She has also been a Business Consultant Architect at Hewlett Packard Enterprise Services, Vice President and Technology Director at TASC, and a Software Development Engineer at numerous commercial and federal contractor companies.Across these roles, Soo has provided leadership for the development of cybersecurity assets and capabilities in support of clients; served as the technical lead on multiple prime bids; and established and integrated best practices for business operations and continuity, customer program execution, business growth, and financial management and reporting.

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Soo brings experience in providing technical and business leadership with a focus on strategic planning, tactical execution, business operations, and solutions delivery. She has her bachelor’s degree in Mathematics from Virginia Tech and is a Certified Enterprise Architect and Scrum Master.

Luis Cruz-Rivera

Co-Founder and Senior Technology Advisor

Luis Cruz-Rivera is the technical and business architect for the WhiteHawk Decision Engine and online ecosystem, CyberPath, bringing to WhiteHawk a proven track record in leading world-class development teams responsible for delivering industry-leading solutions.

Luis previously held technical director and engineering leadership positions for over 14 years at TASC and ManTech where he was responsible for the architecture, technology commercialization, and delivery of various projects that include mobility, embedded data management, and telecommunications, among other areas. He also spent over five years at the Sentric venture accelerator where he focused on intellectual property strategy, web application development, and data science.

Luis holds a Master of Science in Electrical Engineering from Stanford University and performed graduate work at Georgia Tech and the University of Minnesota.

Sarah Messer

Chief Data Scientist

Sarah Messer is WhiteHawk’s Chief Data Scientist. In this role, she is responsible for structuring the WhiteHawk Decision Engine, CyberPath, which integrates numerous datasets across the entire information security ecosystem and helps customers make smart, well-informed buying decisions. This requires translating high-level, natural-language descriptions into machine-usable, mathematically-verifiable algorithms. She also leads the effort to visualize and verify intermediate stages of WhiteHawk’s automated solution process.

Prior to joining WhiteHawk, Sarah worked on the design and development of the Advanced Threat Intelligence Platform at Raytheon/Foreground Security. There she focused on data structures and code for incorporating analyst feedback as a way of helping an automated tool adapt to changing customer-specific and externally-sourced threat intelligence. She also spent about a decade as an experimental physicist, helping to automate operations and data collection, and reconciling abstract mathematical equations with noisy measurements.

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Sarah has bachelor’s degrees in Computer Science, Mathematics, and Physics from American University. She also holds a master’s degree and Ph.D. in Physics from the University of Maryland,College Park.

LeighAnne Baxter

Marketing and Communications Manager

LeighAnne Baxter is WhiteHawk’s Marketing and Communications Manager. In this role she is responsible for the development and execution of WhiteHawk’s internal and external communications, digital marketing, PR, and customer and partner engagement campaigns. She is also responsible for ensuring brand excellence and consistency across all media.

Prior to joining WhiteHawk, LeighAnne worked for a non-profit organization, the Military Officers Association of America (MOAA). While at MOAA she managed quality control for customer relations, facilitated the continuous improvement process of the organization’s suite of publications, and served as a member of a Six Sigma team responsible for evaluating and analyzing organizational outreach efforts. She also has experience in developing strategic communications plans.

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LeighAnne has her bachelor's degree in Political Science from the University of Richmond and her master's degree in Public Relations and Corporate Communications from Georgetown University.

Forrest Allen

Director, Business Operations

Forrest Allen is WhiteHawk’s Director of Business Operations. In this role, he is responsible for the development, management and growth of key external business relationships and partnerships, helping to ensure customer satisfaction and revenue generation. He also drives cyber risk related thought leadership, research, content development and public relations engagement.

Prior to joining WhiteHawk, Forrest served as Associate Director of Government Relations at the Military Officers Association of America (MOAA). With a focus on military personnel issues, he fought to preserve earned health and compensation benefits for members of the seven uniformed services and their families. He also served as co-chair of The Military Coalition’s Tax and Social Security Committee. Prior to his work as a professional advocate, he managed MOAA’s customer service center, which handles sales and essential services to the association’s 350,000 members.

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Forrest earned his bachelor’s degree in Government Relations and Foreign Affairs at Hampden-Sydney College in Virginia. He also holds a master’s degree in Public Policy with a focus on National Security from George Mason University.